Jaclyn Sienna India founded Sienna Charles, a luxury travel concierge service, in 2008, determined to succeed despite starting from scratch. Initially, she faced skepticism from her husband as she fabricated stories about having a fully booked season, despite having no actual clients.
Now, 16 years later, her strategy has proven effective. India caters to an elite clientele that includes former President George W. Bush and celebrities such as Mariah Carey. Her services target high-net-worth individuals, typically earning over $100 million annually.
India emphasizes that her value lies in the care and attention she offers her clients, rather than simply facilitating luxurious experiences. With a background as a server, she understands what people appreciate best.
Her extensive network, or “black book,” contains over 2,000 contacts in the hospitality sphere, allowing her to curate unique travel and dining experiences. She describes her role as grasping her clients’ visions and delivering them with creativity and access.
While she advises against popular but overrated venues like the three-Michelin star French Laundry, preferring places with genuine character, she nonetheless orchestrates exclusive events. Past highlights include candlelight dinners in Versailles and brunch on the Arc de Triomphe, often incorporating personal interactions with influential figures such as the Hermes and Fendi families.
At times, her clients request simpler comforts, as seen when she made special arrangements for George W. Bush during a trip to Ethiopia, providing him with peanut butter and non-alcoholic beer, along with a welcoming group of local children in Texas Rangers caps.
Ultimately, India prioritizes authentic experiences for her clientele, stating that her mission goes beyond luxury to include engaging with the world in meaningful ways.